# Reveal Brand Voice

> Technical, instructional, and structured with a focus on troubleshooting and status reporting.

## Positioning
Not evident from captured copy (the provided text consists exclusively of server-side error messaging).

## Voice principles
- **Functional:** Prioritizes the "what" and "how" of a situation over brand personality.
- **Categorical:** Uses conditional logic (If you are X, do Y) to segment instructions for different audiences.
- **Technical:** Employs specific infrastructure terminology like "origin web server" and "hosting provider" without simplification.
- **Formal:** Maintains a polite but detached distance using standard professional phrasing.

## Tone by context
| Context | Tone |
|---|---|
| Error states | Direct, explanatory, and diagnostic. |
| Technical Support | Instructional and prescriptive. |

## Lexicon
- **Use:** Connection, timed out, visitor, owner, hosting provider, origin web server, troubleshooting.
- **Avoid:** Not evident from captured copy.

## Messaging do's and don'ts
- **Do:** Use clear "What happened?" and "What can I do?" headers to organize information.
- **Do:** Provide specific error codes and unique identifiers (Ray IDs) for tracking.
- **Do:** Give actionable advice based on the user's relationship to the site (visitor vs. owner).
- **Don't:** Use colloquialisms or apologies; stick to the technical reality of the connection.
- **Don't:** Use vague language when describing a failure; specify where the break in the chain occurred.

## Evidence
- "Connection timed out Error code 522"
- "If you're a visitor of this website: Please try again in a few minutes."
- "If you're the owner of this website: Contact your hosting provider..."
- "The initial connection between Cloudflare's network and the origin web server timed out."